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Enrich your Data: Making the Most of Market, Demographic & Spatial Data

Tuesday, May 19, 2015

Wendy Chow, Senior Manager of Data Products & Fulfillment, Alteryx

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Agenda

Spatial Data Bundle Core Data Bundle Update Frequency and Availability Reference Documentation Delivery Options

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Packages - Spatial

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What’s in it?

US Spatial

ProductUpdate Frequency

Description

Geocoder Quarterly Matching addresses to street level

ZIP+4 Coder QuarterlyAssigning lat/lon based on ZIP+4 (80301-1234)

Address Points Quarterly Matching addresses to parcel centroid

CASS Bi-MonthlyAddress clean-up/standardization/append ZIP+4

Ad

dre

ss

US Geocode

r

Street Geocode

r

US ZIP9 Geocode

r

CASS

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What’s in it?

US Spatial

ProductUpdate Frequency Description

Alteryx Maps Semi-Annually Map layers for presentation/reference

Drivetime Semi-Annually Trade areas based on drivetime/drive distance

Satellite Imagery Service Raster based imagery showing earth

Report Map

Map Input

Browse

Distance Find Nearest

Non Overlap

Drivetime

Trade Area

Rep

ort

Inp

ut/

Ou

tpu

tS

pati

al

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What’s in it?

US 2010 Census Data: Geographies Demographics

Update Frequency: ZIPs – Quarterly Cong Dist, DMAs – Every 2 Years Census Geographies – Every 10 years Data – Every 10 years

US Spatial

Allocate Append

Allocate Input

Allocate Report

Allocate Metainfo

Dem

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Packages – Core Data Bundle

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What’s in it?

US Spatial Demographics:

Experian CAPE Experian Simmons Experian Mosaic

Experian ConsumerView ℠ D&B Business Data Kalibrate Traffic Counts (sample)

US Core Data Bundle

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Data sets derived from Census 2010, American Community Survey (ACS), Current Population Survey (CPS), Experian ConsumerView℠

Current Year Estimates and Five-Year Projections – includes Daytime Population

Census 2010, American Community Survey (annual update) Consumer Expenditure (Current Year Estimates and 5 Year

Projections) Retail Demand Mosaic Segmentation BG Dominant, Mosaic BG Distribution (annual

update) Simmons Syndicated Survey Data (annual update)

Experian CAPE Demographics

Allocate Append

Allocate Input

Allocate Report

Allocate MetainfoD

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Sourced from the Simmons National Consumer Study, the first syndicated national consumer survey launched in the U.S. 60,000+ data variables Usage behavior for all major media, 450+ product categories, 8,000+

brands In-depth demographics, consumer behavior such as psychographics,

lifestyle, attitudes and opinions

What do I use it for? No Customer Data New Business Development Developing Unique Marketing Communications Plan for Brand Targets

Experian Simmons Syndicated Survey Data

Allocate Append

Allocate Input

Allocate Report

Allocate Metainfo

Behavior Metainfo

Report Compariso

n

Compare

Behavior

Report Rank

Dem

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Beh

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What is lifestyle segmentation?

It’s a classification technique that categorizes all households and neighborhoods into unique groups based on socio-demographics, lifestyles, behaviors and culture.

Mosaic has 71 unique segments and 19 groups

Mosaic Workplace - where people work as opposed to where people live

What do I use it for?

Help target, acquire, manage and develop profitable relationships and improve business results.

Target Marketing Market Analysis

Experian Mosaic

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What is it? Experian’s data warehouse of consumer demographics, self-reported, life event, direct

response, property and mortgage information (Over 150 fields) More than 235 million individuals and 113 million households in the U.S. Household fields include: Mosaic Household and ZIP4, Mail order buyer preferences, Mortgage/home purchase, Median

family income Individual fields include: Age, Marital status, Gender, Education and Occupation

What do I use it for? Match and append fields to address and optionally to name and telephone number Counts or lists of households and/or individuals with specific characteristics

Experian ConsumerView HH and Individual Analytical FileC

alg

ary

Calgary Input

ConsumerView Matching

Join

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Experian Mosaic

BG Dominant

BG Group/1 Cluster Code

Cluster E19 = 390 Households

Determine Market Potential

Thematic Maps Allocate Tools Behavior Analysis Tools

BG Household Distribution

BG Many Groups/Cluster Codes

Cluster E19 = 215 Households (A02=2, A06=13, B09=3, etc; total of 390 Households)

Detailed Mosaic Distributions for geographies

Determine Market Potential Thematic Maps Allocate Tools

HH Group/1 Cluster Code Cluster E19 = 1 Household Most granular form of

Mosaic Profile Customers Mkt Potential for mailable

HHs Calgary Input ConsumerView Macro

ConsumerView Mosaic HH

Example: Counts are for BG 080130122011

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D&B Location file - Analytical use of the fileThe D&B file provides business locations in the US (including Puerto Rico) and Canada

Over 100 variables including: Business Name SIC and NAICS codes – up to 6 codes are captured per business record Sales Volume, # of Employees (Total/Here), Square Footage Cottage indicator (home base indicator), latitude and longitude DUNS numbers, contact names, street address or phone numbers can not be returned though they can

be queried

D&B Business Summary File Employee & Establishment aggregated counts to the Block Group by Home-based and Non Home-based businesses

What do I use it for? Match to address and optionally to name and telephone number Counts or lists of businesses with specific characteristics

D&B Business Location & Summary File

Calg

ary

Calgary Input

Business Match (US)

Join

Allocate Append

Allocate Input

Allocate Report

Allocate MetainfoD

em

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What is it?The most complete U.S. database of published traffic count data commercially availableData is continuously updated for all road types – from freeways in the nation’s largest metropolitan areas to roads in rural areas Traffic count data is collected from almost 6,000 city, state and federal organizations nationwide

What do I use it for?Useful for estimating the daily traffic on any of the four approaches to that intersection

Site selection Market analysis - determine the attractiveness of a

market given current conditions and leveraging forward looking data

Kalibrate Technologies Traffic Counts

Calg

ary

Calgary Input

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Update Frequency and Availability

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1 CASS is updated bimonthly (February, April, June, August, October, December)2 DigitalGlobe satellite images have ongoing updates3 US Census SF1 data is the same, geographies have been updated. See Data Bundle variable list for details

Package Update Frequency - USBundle Data product Q1 Q2 Q3 Q4

Core

Spatial

Geocoder ü ü ü ü

Address Point ü ü ü ü

Drive time ü   ü  

Alteryx Maps ü   ü  

CASS1 ü ü ü ü

DigitalGlobe2 ü ü ü ü

US Census SF1 data geographies3 ü ü ü ü

 

Experian Demographics CAPE ü   ü  

Experian Simmons       ü

Experian Mosaic ü      

Experian ConsumerView ü ü ü ü

D & B Business Data ü ü ü ü

Kalibrate Traffic Count Sample ü ü ü ü

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International Spatial Data Bundles

Product Q1 Q2 Q3 Q4Geocoder (CA only) Address Points (CA only) Postcode Coder (UK only) Drive time Alteryx Maps DigitalGlobe

United Kingdom (UK)Republic of Ireland

(ROI)

Australia(AU)New Zealand

(NZ)

Brazil (BR)Canada (CA)

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Country Availability - 20+ countries :

NetherlandsFranceGermanySwedenDenmarkBelgiumNorwayFinlandLuxembourgSwitzerlandAustriaSpain

European Multi-Country Spatial

PortugalItaly (incl Vatican City)SlovakiaCzech RepublicHungaryPolandAndorraMonacoSan MarinoLiechtensteinCroatiaSloveniaGibraltar (British Overseas Territories)

Data product Q1 Q2 Q3 Q4

Drive time

Alteryx Maps

DigitalGlobe

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Ships with Data: Release notes Variable list Change log Data specific

Experian CAPE methodology document Experian ConsumerView - user guide, penetration report, NCOA Experian Mosaic description and segment descriptions Experian Simmons overview D&B - data description, SIC lookup code, penetration report Kalibrate Technologies overview

Alteryx Community

Reference

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External hard drive – Core data bundle US/CA USB drive – Spatial data bundles Amazon S3 – US Core Data Bundle

Delivery Options

THANK YOU!

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